Integrity: We are trustworthy and fair in our deeds, adhering to professional and moral principles to ensure desired outcomes for the coffee industry.

Efficiency: We are dedicated towards effective allocation and utilisation of available resources for implementation of organizational vision and mission.

Transparency: We have no hidden agenda; we guarantee the availability of adequate information for effective collaboration and cooperation for informed decision making.

Teamwork: We seek to understand how we can best support each other and make choices that put the team before the individual.

Accountability: We are answerable for our actions and indebted for great outcomes.